TORONTO—Oxygen Design and Cundari walked away with honours for their efforts for the Hospital for Sick Children during the Canadian Marketing Awards in Toronto Friday evening.

Oxygen took top honours in the Integrated Not-For-Profit/Fundraising/Public Service category for its "Do The Happy for SickKids" campaign. According to CMA, the multi-platform effort generated 60 new fundraising events and 600 new monthly donors to the SickKids Foundation.

Cundari and the Hospital for Sick Children took home the top CMA Award for the 'Pain Squad' campaign. The Best of the Best Award was for the campaign featured a mobile app created to help develop better pain management programs for children with cancer.



Each SickKids' patient participating in the program was given an iPhone preloaded with The Pain Squad application that "recruited them into an elite team of pain detectives". Recruits gained ranks within The Pain Squad every time they filed three consecutive reports. Earning new ranks also unlocked motivational videos starring cast members from Canada's Flashpoint and Rookie Blue TV series who congratulated patients on their progress and encouraged them.

The Toronto Hospital for Sick Children reports that completion rates for the cancer pain journals have jumped to 90 per cent since The Pain Squad's launch.

Cundari also was recognized several times throughout the evening for its BMW Canada 1M Launch ads, while Lowe Roche took to the stage several times for its o.b. Tampons advertising efforts. The o.b. 'The Apology' campaign generated 1.2 million shares on Facebook, and helped attract 47 million visitors to the campaign website, according to CMA.

Robert Deluce, President and chief executive officer of Porter Airlines, was named Canada's 2012 Marketer of the Year.


Mohawk College in Hamilton took gold in creative (for fictional digital entertainment company WebStream) and silver in marketing (for a simulated regional marketing strategy for SickKids Foundation) in the student division.

A full list of CMA Award winners can be found at www.the-cma.org/winners. Check out some photos from the event here.